About
Jean-Manuel Izaret
Senior Partner, BCG · Author · Speaker
Biography
Jean-Manuel Izaret is a Senior Partner and Managing Director at Boston Consulting Group, where he lead the firm's global Marketing, Sales, and Pricing practice. He is a member of the Executive Committee and a Fellow of the BCG institute.
He is the co-author of Game Changer: How Strategic Pricing Shapes Businesses, Markets, and Society — a bestselling book that reframes pricing not as a financial lever but as one of the most consequential strategic decisions a company makes. The book has been adopted by executives, business schools, and policymakers across the world.
His TED talk on pricing and its role in shaping markets and society has reached audiences worldwide, bringing rigorous economic thinking to one of the most misunderstood levers in health care. He also teaches pricing at Coursera, making his frameworks accessible to leaders at every stage of their careers.
He has advised companies across consumer goods, retail, high tech, financial services industrial goods and health care. He has developed pricing strategies for some of the world's most complex technology, media, and telecom businesses. Before BCG, he worked for Royal Dutch Shell in Marketing, Sales and Pricing.
Education
- PhD, Marketing, École Centrale Paris
- MSc Engineering, École Centrale Paris
Roles & Affiliations
- Senior Partner & MD, Boston Consulting Group
- BCG Institute Fellow — Pricing Model Transformation
- Teaching and guest lecturer Coursera, UC Berkeley...
Recognition
- Bestselling author — Game Changer (2023)
- TED speaker — pricing, markets & society
- Global leader, BCG Marketing, Sales & Pricing
The book
Game Changer
How Strategic Pricing Shapes Businesses, Markets, and Society
Pricing is the most powerful and least understood lever in business. In Game Changer, Jean-Manuel Izaret and co-author Arnab Sinha argue that companies have been thinking about pricing wrong — and show what it looks like when they get it right. Drawing on decades of research and hundreds of engagements, the book offers a unified framework for pricing strategy that applies across industries, business models, and market conditions.
Learn more about the book"Pricing is not a number. It is a strategy — and it shapes not just your business, but the markets and societies around it."
Philosophy
The companies that win on pricing are not the ones with the best algorithms. They are the ones that understand what value really means to the people they serve.
Most executives treat pricing as a financial exercise — a matter of margins, elasticity, and competitive benchmarking. That framing misses the point. Pricing is a signal. It tells customers what you think they are worth, what you think your product is worth, and what kind of relationship you want to have with the market.
The most consequential pricing decisions I have seen were not made in finance departments. They were made by leaders who understood their customers deeply, thought clearly about value, and had the conviction to price in a way that reflected that understanding — even when it was uncomfortable.
Work together
Whether through a keynote, a coaching engagement, or a conversation about pricing strategy — I'd like to hear what you're navigating.